The Study Of Media Marketing Mode Based On Community

With the further reform of the cultural system, media market competition has been increasingly fierce. Facing the increasingly fierce market, media industry has paid more and more attention to its marketing. Nowadays, the number of products and service in the media over the market demand, anyone of media organizations is no longer indispensable, media market will appear no change if a media organization's death. So, in this market environment, media organizations must follow the market rule, target for media products or service planning and production and marketing communication activities, to seek survival in the media market. How to construct the marketing mode of media has been the main topic of marketing field.This paper focused on community, introduce the product strategy,channel strategy,promotion strategy,price strategy and brand strategy, based on the sociology, marketing and propagation of psychology, proposed constructing community - media marketing mode, build media "community" image.In the product strategy, proposed community is the base of media's product innovation, media organizations should according to the characteristics of community audience increased product innovation; in the channel strategy, proposed community is the final market of media's channel strategy, media organizations should lock community to construct channel strategy; in the promotion strategy, proposed community is the influence factors of media's promotion strategy, the media organization should take feedback in the community, established "community" card system in communities, in order to realize the stable audience, media organization's profit and occupy an market share; in the promotion strategy, community is the main battlefield of media promotion strategy, media organization should take the initiative of the community marketing strategy; in the brand image strategy, we think, the highest state of media marketing is through long-term brand strategy, build long-term impact and influence, at the same time, the media organization should also pay to the growing prosperity in the virtual community. Marketing activities of media organizations in the virtual community can reduce the marketing channels' investment in fixed assets, can enlarge the scope of the audience, can improve the product's individuation and value-added service.Full paper not only studying the basic theory, but also introducing Japan's community radio,Hubei TV《Live broadcast》and Samsung mobile phone U608's virtual community marketing, demonstrated the feasibility of community - media marketing mode.